- 20 Mar, 2021
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- 1 Min Read
simultaneously adjusts its communication
https://www.youtube.com/watch?v=v6coDUDCJ10
The brand simultaneously adjusts its communication to reflect on multicultural realities within the region. In the United States, due to the important and large community of African Americans, the brand has created social media channels especially for them. The @365Black Twitter account take full advantage of the diversity potential and is aimed to reach the specific audience (Twitter, n.d.).
Consequently, it is safe to assume that should McDonald’s choose to deliver a common global strategy (have a look at the above link), the organisation would be quite frankly unable to accommodate specific requirements of its customers. According to Mareck (2014: 28) the globalisation is only a mere concept and in order to truly succeed in an attempt to conquer the global markets, one must understand and appreciate the needs and desires of local customer base, avoid the situation where globalisation plans “dismiss the strength and relevance local cultures have developed over centuries”.
References:
- Mareck, M. 2014. “Global, local or glocal?” EBSCO Research World. Apr/May2014, Issue 45, p26-28. 3p., viewed 25 March 2019
- n.d. “McDonald’s black forward experience” [Online] https://twitter.com/365black, viewed 25 March 2019
Question:
We can also broaden out our thinking to different companies who operate internationally (such as Ebay) and include business’s or service companies such as British Airways who operate on a global scale covering many different markets, or companies such as Starbucks.
An interesting example of a business which has expanded outside of it’s traditional market is Primark who have opened their first store in America.
- Does the group think they will have to customise the product or can they sell what is marketed in Europe? Will the company have to adapt a different marketing strategy for this market?
Take a look at the links below on Primark
http://www.theguardian.com/business/2015/sep/10/primark-irish-retailer-opens-flagship-store-boston
http://www.thisismoney.co.uk/money/markets/article-3223529/Primark-open-store-week.htm